Reputation Research Launches

June 09, 2008

Reputation Research Launches

Universum’s list of ideal employers for undergraduates and MBA students is out and not surprisingly, Google ranks #1 as it did in 2007. By the way, if you are interested in reputation and do not know about Universum, check them out. I think their research is fascinating and provides important clues into why some employers are preferred over others. The next four ranked companies are Disney, Apple, Ernst & Young and the U.S. State Department. How does E&Y get such a high rating when it was #12 one year ago. BusinessWeek says that its high score comes from E&Y’s early adoption of Facebook as a recruitment tool.  I checked it out. It has nearly 15,000 fans, a You Tube on why to intern at E&Y, profiles, events, internship info, and lots more.
Another reputation survey is out as well. Reputation Institute’s third annual Global Pulse survey is out and the following companies head the list. Again Google leads the best reputation list. This survey is among consumers which differs from the younger audience sampled in the Universum study. Congratulations to the folks at the Reputation Institute who have succeeded in delivering a top-notch survey and reputation monitoring business.

2008 Best Corporate Reputations in the US-Top 25 Companies
(Rank    US Companies    Global Pulse Score of 1-100)
1    Google    85.23
2    Johnson & Johnson    83.48
3    Kraft Foods Inc.    82.79
4    General Mills    81.34
5    Walt Disney    81.22
6    United Parcel Service    81.05
7    3M    79.79
8    Xerox    78.44
9    Colgate-Palmolive    78.04
10    Texas Instruments    77.22
11    Eastman Kodak    77.13
12    General Electric    76.82
13    Sara Lee    76.48
14    FedEx    76.28
15    Deere & Co    76.12
16    Goodyear    76.00
17    Apple    75.42
18    Hewlett-Packard    75.10
19    Intel    74.94
20    Publix Super Markets Inc.    74.91
21    Caterpillar    74.78
22    Whirlpool    74.41
23    Boeing    74.37
24    Costco Wholesale    74.33
25    Dell    74.26

Reputation Institute’s research model is built on 7 dimensions of reputation: Products/Services, Innovation, Workplace, Citizenship, Governance, Leadership, and Performance. What interested me was that when two drivers — Governance and Citizenship — are combined, they account for more than 30% of a company’s reputation. This proves that leadership at the top and corporate responsibility are critical to reputation today.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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